EXECUTIVE SUMMARY

TATA DOCOMO is Tata Teleservices Limited's TTSL telecom service on the

GSM platform arising out of the Tata Group's strategic alliance with Japanese
telecom major NTT DOCOMO in November 2008. Tata Teleservices has received a
pan-India license to operate GSM telecom services, under the brand TATA
DOCOMO and has also been allotted spectrum in 18 telecom Circles. TTSL and has
already rolled out its services in various circles.
India is the fastest growing major mobile market in the world. Building on
leading position in the market, TTSL. Aims to capitalize on the growth potential to
significantly increase the subscriber base and market share. The telecomm sector is
increasing day by day and the competition is getting more and tougher. Initially tata
service was providing CDMA and after tighup with DOCOMO they come up in
GSM as TATADOCOMO.
The project is about customer satisfaction for Tata Teleservices Limited with
special Reference to GSM prepaid customer in jodhpur city. As the title suggest,
how the customer is satisfied with the service of Tata teleservice through GSM
prepaid mobile.
The primary objective of this research project is to find the satisfaction level
of GSM prepaid mobile user and to find out the reason why user prefer any
particular technology. The second objective was to study the features of the
technology.
The research was carried out in survey method. The data for this research was
collected by two methods. Primary data was collected with the help of
questionnaires and interviews. Different questionnaires were used for GSM and non
existing users. Secondary data regarding company profile and GSM information was
collected from internet. The sampling technique used was random sampling. The
sampling size was 200 for each GSM, non existing user.
Working for Tata teleservice tough for a limited period was a pleasure for me
not only because I worked for one of the largest company but also because I learnt a
lot about Tata. I came to know about the different behaviors of the customers.

INTRODUCTION
Theoretical Framework
Customer Satisfaction
The 21-century belongs to the service sector. The customer of yesteryear was
a silent person who uncomplainingly purchased the goods from the market place.
There is a new customer emerging today. Customer satisfaction can be defined as,
customer satisfaction is the feeling derived by the consumer when he compares the
actual performance of the products with the performance that he expects of it. The
measurement of the customer satisfaction typically begging when a company
realizes that their customer s are the people who provide the revenues that, hopeful,
will cover expenses. Most companies start by establishing a customer satisfaction
baseline. Then they target year by year improvement. Understanding customer
requirement and delivering superior quality goods and services to achieve composer
satisfaction lead to the retention and growth of the customer.
General Idea about the satisfied customer:
Satisfaction is a personas feeling of the pleasure or disappointment. It is
resulting from comparing a products perceived performance with his or her
expectations from it. Satisfaction is more of an emotional concept. Today
organization are aiming at high satisfaction rather then at customer delight because
customers who are just satisfied still find it easy to switch over when a batter offers
comes along. Those who are highly satisfied are much less ready to switch over high
satisfaction or delight creates an emotional bound with the brand and customer starts
looking at an offering emotionally and just rationally. The aim of marketing is to
meet and satisfy target customers needs and wants but knowing customer is never
simple. Customer may state their needs and wants but act otherwise. They may not
be in touch with their deeper motivations. They may respond to influence chat to
change their mind at the last minute. Some of todays most successful companies are
raising expectation and delivering performances to match. These companies are
aiming at TCS- Total customer Satisfaction. Increasing competition (whether forprofit or nonprofit) is forcing businesses to pay much more attention to satisfying
customers.

Customer Loyalty
These four factors will greatly affect your ability to build a loyal customer
base:
Products that are highly differentiated from those of the competition.
Higher-end products where price is not the primary buying factor.
Products with a high service component.
Multiple products for the same customer.
Loyal Customers and Loyal Workforces
Building customer loyalty will be a lot easier if you have a loyal workforce-not at
all a given these days. It is especially important to retain those employees who
interact with customers such as sales people, technical support, and customer-service
people. Many companies give a lot of attention to retaining sales people but little to
support people. The increasing trend today is to send customer-service and
technical-support calls into queue for the next available person. This builds no
personal loyalty and probably less loyalty for the firm. Before going this route, be
sure this is what your customers prefer.
Instant Feedback
Recently, many organizations have implemented feedback loops that allow
them to capture feedback at the point of experience. For example, National Express,
one of the UK's leading travel companies invites passengers to send text messages
whilst riding the bus. This has been shown to be useful as it allows companies to
improve their customer service before the customer defects, thus making it far more
likely that the customer will return next time.
Listen to your customers.
Is there anything more exasperating than telling someone what you want or
what your problem is and then discovering that that person hasnt been paying
attention and needs to have it explained again? From a customers point of view, I
doubt it. Can the sales pitches and the product babble. Let the customer talk and
show them that you are listening by making the appropriate responses, such as
suggesting how to solve the problem.
3

TOOLS FOR TRACKING AND MEASURING CUSTOMER

SATISFACTION
Complain and suggestion systems:
A customer centered organization makes it easy for its customer to deliver
suggestion and complaints. Many restaurants and hotels provide forms for guests to
report what they liked and disliked there. Some companies establish hot lines whit
toll-free telephone numbers. Companies are also adding Web pages E-mail to
facilitate two way communication
Satisfaction customer survey:
Studies show that although customers are dissatisfied with one out of every
four purchases, less than 5 percent of dissatisfied customer will complain. Most
customers buy less or switch over to other suppliers. Responsive companies measure
customer satisfaction directly by conducting periodic survey s. They send
questionnaires or make telephone calls to a random sample of recent customer.
Lost customers analysis:
Companies should contact customer who have stopped buying or who have
switched over to another supplier to learn why this happened. Not only it is
important to conduct exit interviews when customers first stop buying, but it is also
necessary to monitor the customer loss rate.

PROMOTIONAL ACTIVITIES
Promotion is fundamentally a tool to help apprise consumers of products and
services available to them. However, promotional activities today include various
forms of advertising as well as promotional gimmicks such as dirigibles at football
games, coupons, and frequent flier miles. The goal of promotion is no longer simply
product awareness, but brand awareness, product loyalty and even corporate image.
Many different promotions have come under criticism, particularly when they
are judged to be illegal or unfair. Bait-and-switch refers to the practice of advertising
one product at a low price, but having none of that product on hand when consumers
arrive to make the purchase. Conveniently, this technique results in the seller having
other, similar, more expensive products available.
Putting aside the issue of promotional activities that are illegal, there remain
examples of promotions that may be unscrupulous, or perhaps merely prejudicial.
The potential for this arises when promotional activities are not directly associated
with the product or service that is ostensibly being promoted. As an example,
Virginia Slims sponsored a women's tennis tournament for many years. The sport of
tennis received the financial backing, and the cigarette was associated with a popular
sport and received considerable publicity as its name was mentioned in legitimate
sports coverage.
SOME WELL KNOWN WAYS OF PROMOTIONAL ACTIVITIES: Notes of Testimonials it gives the user a clear idea of how/what has been the
feedback of previous users.
Press Releases of company/product.
Mention of awards/ social activity/ donations/ welfare activities.
Personalized features like address book, message boards, newsletter,
newsgroups, mailing lists, e-mail, free space, chat room, cool pages, job
vacancy, links to various channels (news, stock/gold prices, entertainment,
sports, cultural)
Links to other sites respective to their field.
5

 Ad-banners/ link exchange

Event promotion: taking advantage of upcoming festivals, concerts, events.
Promotional activities (gifts, discounts, free offers, coupons).
Multi Lingual site. If target audience is in other countries, than a web site in
that country's language becomes a must.
Need of the study
The present study is beneficial to TATA Teleservices as it provides an
integrated compact and comprehensive report about response towards telecomm
sector in particular and overall organization activities in general. It also helps the
organization in analyzing the perception of individuals towards communication
business.

OBJECTIVES OF THE PROJECT

The objectives of this study/project as follows:
To study customer satisfaction level regarding the product and the product
must be known.
To study customer satisfaction level regarding the value added services. the
usage of the value added services is to be know by the organization in order
to implement new innovation in future services.
To study the customer satisfaction regarding the customer care services and
after sales service.
To study the benefits that the product was offering that the competitors were
not offering and to study if the customer were satisfied with the benefits

SCOPE OF THE STUDY

The study was conducted in the city of jodhpur to find out the level of
customer satisfaction of Tata users.
The scope of the study only was confined to find out customer satisfaction.
The studies proceed only on the prepaid customers of Tata communication.
The scope of the study covered an in-depth analysis of the satisfaction of the
customer in the city of JODHPUR.
The scope of the study is to analyze the brand preferences and consumer
perception.
The scope of the study is also to know, what the customer expect from the
company and what they provide.

PROMOTIONAL ACTIVITIES
Following Promotional Activities have been done:
Performed canopy activities and leaflet distribution for brand promotion as
well as product promotion.
Hired persons (male & female both) for A+ category outlet for the promotion
of product.
Leaflet distribution through newspapers.
Introduce GPRS pack to create demand in youngsters, eg. Rs. 10/day with
2GB download.
Putting banners on autorikshaw for product promotion.
Launched Bangkok trip for retailer on SIM card sales target achievement.
(Target-1200 activation in two months; Bangkok trip either Rs.30, 000.)
Started lucky draw for customer for every SIM card purchased.
Created achiever club for retailers, that club will give discount on authorized
restaurants and hotels in Rajasthan.
For achiever club membership every retailer has to sale 200 Docomo SIM card
every month.

COMPANY PROFILE
TATA DOCOMO is Tata Teleservices Limited's TTSL telecom service on the
GSM platform arising out of the Tata Group's strategic alliance with Japanese
telecom major NTT DOCOMO in November 2008. Tata Teleservices has received a
pan-India license to operate GSM telecom services, under the brand TATA
DOCOMO and has also been allotted spectrum in 18 telecom Circles. TTSL and has
already rolled out its services in various circles.
The launch of the TATA DOCOMO brand marks a significant milestone
Indian telecom landscape, as it stands to redefine the very face of telecoms in India.
Tokyo-based NTT DOCOMO is one of the world's leading mobile operators-in the
Japanese market, the company is clearly the preferred mobile phone service provider
with a50 percent market share.
NTT DOCOMO has played a major role in the evolution of mobile
telecommunications through its development of cutting-edge technologies and
services. Over the years, technologists at DOCOMO have defined industry
benchmarks like 3G technologies, as also products and services like the i-mode TM,
mobile payment and a plethora of lifestyle-enhancing applications. Today, while
most of the rest of the industry is only beginning to talk of LTE technology and its
possible applications, DOCOMO has already started conducting LTE trials in
physical geographies, not just inside laboratories!
DOCOMO is also a global leader in the VAS (Value-Added Services) space,
both in terms of services and handset designs, particularly integrating services at the
platform stage. The Tata Group-NTT DOCOMO partnership will see offerings such
as these being introduced in the Indian market under the TATA DOCOMO brand.
TATA DOCOMO has also set up a 'Business and Technology Cooperation
Committee, comprising of senior personnel from both companies. The committee is
responsible for identification of the key areas where the two companies will work
together. DOCOMO, the worlds leading mobile operator will work closely with
Tata Teleservices Limited management and provide know- how on helping the
company develop its GSM business.

Despite being a late entrant, Tata Indicom, TTSL's CDMA brand, has already
established its presence and is the fastest-growing pan-India operator. Incorporated

in 1996, Tata Teleservices Limited is the pioneer of the CDMA 1x technology

platform in India. Today Tata Teleservices Limited, along with Tata Teleservices
(Maharashtra) Ltd, serves over 37 million customers in more than 320,000 towns
and villages across the country offering a wide range of telephony services including
Mobile Services, Wireless Desktop Phones, Public Booth Telephony and Wire-line
Services.

HISTORY
NTT Docomo holds 26% share in the jointly formed company. It has also
emerged as the first mobile operator in India to have re-introduced per second
pulse, after Loop Mobile (formerly BPL Mobile) discontinued their 'pay per second'
service which was introduced in 2004.From October 2009 TRAI announced that
TATA teleservice is India's no.1 teleservice brand Tata Teleservices Limited
spearheads the Tata Groups presence in the telecom sector. The Tata Group had
revenues of around US $75 billion in financial year 2008-09, and includes over 90
companies, over 350,000 employees worldwide and more than3.5million
shareholders. Incorporated in 1996, Tata Teleservices Limited is the pioneer of the
CDMA 1x technology platform in India. It has embarked on a growth path since the
acquisition of Hughes Tele.com (India) Ltd [renamed Tata Teleservices
(Maharashtra) Limited] by the Tata Group in 2002. It launched mobile operations in
January 2005 under the brand Tata
Indicom and today enjoys a pan-India presence through existing operations in
all of Indias 22 telecom Circles. The company is also the market leader in the fixed
wireless telephony market with its brand Walky. The company has recently
introduced the brand Photon to provide a variety of options for wireless mobile
broadband access. The companys network has been rated as the Least Congested
in India for last five consecutive quarters by the Telecom Regulatory Authority of
India through independent surveys.
Tata Teleservices Limited now also has a presence in the GSM space, through
its joint venture with NTT DOCOMO of Japan, and offers differentiated products
and services under the TATA DOCOMO brand name. TATA DOCOMO arises out of
10

the Tata Groups strategic alliance with Japanese telecom major NTT DOCOMO in
November 2008. TATA DOCOMO has received a pan-India license to operate GSM
telecom servicesand has also been allotted spectrum in 18 telecom Circles.

The company has rolled out GSM services in 14 of Indias 22 telecom Circles
in a quick span of under six months. The company plans to launch pan-India
operations by the end of FY 2009-10.
TATA DOCOMO marks a significant milestone in the Indian telecom
landscape, and has already redefined the very face of telecoms in India, being the
first to pioneer the per- second tariff option-part of its Pay for What You Use
pricing paradigm. Tokyo-based NTT DOCOMO is one of the worlds leading mobile
operators-in the Japanese market, the company is the clear market leader, used by
over 50 per cent of the countrys mobile phone users.
Today, Tata Teleservices Limited, along with Tata Teleservices (Maharashtra)
Limited, serves over 58 million customers in more than 410,000 towns and villages
across the country, with a bouquet of telephony services encompassing mobile
services, wireless desktop phones, public booth telephony, wire line services and
enterprise solutions.
In December 2008, Tata Teleservices Limited announced a unique reverse equity
swap strategic agreement between its telecom tower subsidiary, Wireless TT InfoServices Limited, and Quippo Telecom Infrastructure Limited-with the combined
entity kicking off operations in early 2009 with 18,000 towers, thereby becoming the
largest entity in this space-and with the highest tenancy ratios in the industry. The
WTTIL- Quippo combine is targeting over 50,000 towers by the end of FY 2010-11.
SMS offers
AP - Pay for the First 3 Local SMS everyday and get the next 150 Local SMS
free for the day
KK - Pay for the First Local/ National SMS everyday and get the next 100
Local/ National SMS free for the day
TN - Pay for the First 3 Local SMS everyday and get the next 750 Local SMS
Free for day Pre-STD, ISD and National Roaming without rental.
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 Automatic alerts when your Balance is Low.

VISION
We will leverage our strength in executing complex global- scale projects to
make leading edge information and communication services affordable by all
individual consumers and business in India. We will offer unparalleled value to
create customer delight and enhance business productivity. We will also generate
value for our capabilities beyond Indian borders while enabling millions of Indias
knowledge workers to deliver their services globally.
Market Competitors of Tata Docomo: Airtel
Reliance Communication
BSNL
Idea
Aircel
Vodafone
SERVICES & NETWORK AVAILABLE:
Currently, Tata Docomo mobile services available in these following circles:
Bihar & Jharkhand
Tamil Nadu
Orissa
Andhra Pradesh
Karnataka
12

 Kerala
Kolkata
Maharashtra & Goa
Madhya Pradesh
Chhattisgarh
Haryana
Chennai
Eastern Uttar Pradesh
Western Uttar Pradesh
Punjab
Rajasthan ,Recently Launched
Rest of West Bengal, Recently Launched.

13

MARKETING STRATEGY
Tata Docomo appears to be banking heavily on its tariff plans the company
is offering a 1 second pulse instead of the usual 1 minute pulse that other telecom
operators are offering. This means that consumers are charged on a per second basis,
instead of a per minute basis, and end up saving money on unused seconds. A nifty
little application How much can you really save on Docomos website explains
how this works. Rs. 0.01/second is a marked change from the Re 1/min and Rs.
0.49/min charges that usually applies.
Now while this plan might sound unique, it isnt that it hasnt been tried
before: back in 2004, Tata Indicom had launched 1 second pulse plans, which going
by their current plans, appears to have been shelved.
Tata Indicom storms pr-paid market launches True Paid
True Paid symbolizes the only "honest and transparent" pre-paid offering available
In India
True Paid is India's first T-SIM based mobile service offering optimum value for
Money
Tata Indicom launches 2 T-SIM-enabled and 4 non T-SIM-enabled handsets.

14

MARKETING MIX
4PS OF MARKETING MIX:
Product
Price
Place
Promotion.

PRODUCT:
TATA DOCOMO having good range of services. Tata Docomo provides both
postpaid and prepaid services. Tata Docomo having good quality network which
provides clarity in voice.
PRICE:
It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is applicable
for both; prepaid and postpaid.
PLACE
It having good range of channels of distribution: As Tata already exist in this field of
telecommunications as Tata Indicom. It has wide range of channels of distribution to
sell TATA DOCOMO services.
PROMOTION:
Advertising: TATA DOCOMO following different style of advertising pattern in
TVs and newspapers. Due to that reason it was reaching public very fast.
ADVERTISING MEDIA CHANNELS:
India - Tata Docomo, the youngest among telecom players in India to offer
GSM, is presently banking on its services to garner visibility and a share in the
telecom pie.
15

The launch of Tata Docomo also announced the intention of the brand to associate
with the thought 'do'. Tata Docomo, for the first time in the country, offered pay-persecond billing; though other telecom providers have followed suit since.
The company has carried out a few adverts that highlight the brand's unique features
and some other topical advertising during Ganesh Chaturthi and Diwali.
The latest from the GSM provider is the 'Friendship Express' TVC. The ad opens
inside train, where everyone is doing their own thing. A couple of the travelers don't
like the solemn mood and start humming the Docomo tune. Slowly and steadily,
others pitch in and soon most of the train is singing along. The ad ends with the
super, 'Why walk alone when we can dance together'.
SWOT ANALYSIS
STRENGTH
WEAKNESS
OPPORTUNITIES
THREATS
STRENGTHS: First to introduce seconds tariff plan (seconds pulse)
Good brand image of Tata services
Having large variety of plans
Plans are affordable by any common person.
TYPE :
Pulse rate

1 sec

Price pack

Rs.49
16

Validity

life long

CALL RATES:
Local rates

paisa/sec

Tata Docomo

Tata CDMA

Other GSM

Landline/CDMA

STD rates
Tata Docomo

Tata CDMA

Other GSM

WEAKNESS: Signal strength.

Postpaid connections are not available as of now.
Customer services are not satisfactory.
Concentrating only on rural areas.
OPPORTUNITIES: Have a great opportunity to expand its services.
To introduce any new plans for internet users.
Introduce 3G compatible services.
To introduce new combined plans like, SMS, Internet, Calling integrated
offers.
17

THREATES:If signal strength is not increased it may lead to change in the network service by the
customers. Tata has to clarify whether this 1ps/sec will continue till its lifecycle.
Heavy competition from all other network providers.

RESEARCH DESIGN AND METHODLOGY

Research Description
A research design is the determination and start of the general approach and strategy
adopted for a particular study or project. The research has undertaken a
comprehensive plan of the sequence of operation for the descriptive study to achieve
the research objectives with the arrangement of condition for collection and analysis
of data.
Methodologies
The methodologies of the study are following:
Developing the problem and research objective.
Developing the research plan for collection information.
Developing sequential questionnaire to gather or collect data.
Implementing the research plan- collecting and analyzing the data.
Sampling
The term sampling means a part of population or subset from a set of unit
which is provided by some process or other usually by deliberate selection with the
object of provided by some process or other usually by deliberate selection whit the
object of investigating the properties of the parent population is impossible task
hence sampling. The survey that is carried on using the given sample is called as
survey there are methods of sampling used for different methods of sampling used
researcher.
The concept of sampling can be explained with an examination of the tea
testing when a person takes a sip of tea .He is actually testing the whole tea by
18

testing of a part of it. In sampling instead of examining all the time only a few are
examined as representation and the conclusion are draw.

Sampling Design:
In this research the convenience sampling is used which is essentially a nonprobability sampling. Here the researcher select the easiest members from which to
obtain information and persuading them to become customer of the company .The
researcher used his judgment to select population member who are good prospect
for the company. The respondent are surveyed as per their convenience those who
can be the prospect for becoming customer.
Sampling Unit:
This combines all those segment of the society who can be the prospects of
becoming customer. Some of them are who come at web world to pay the bill and
for some queries etc. each of them are being targeted as per the convenience residing
in Jodhpur.
Sample Frame:
Two different sets of Questionnaire were prepared for interviewing the prospects.
The one was for the existing TATA customer and other for ordinary customers who
were using the competitors service.
In total 200 questionnaires were completed who can be considered to be the prospect
by the researcher.
Sample Size:
The sample size of the respondents was taken as 200 considering the scope and
constraints of the study.
The sample size selected for this study appears to be adequate.
Field work:
19

The fieldwork was conducted for a period of 60 days in jodhpur. The interview and
presentation mode by researcher was carried for the duration of about 20 minutes.

20

SOURCE AND METHOD OF DATA COLLECTION

The research was carried out with the help of types of data namely:
Primary Data :
In it we study various steps that are generally adopted by researcher in studying a
research problem along with the methodology of research. The method of data was
the way of survey method. This is this is the process where first hand information
was collected. The research derives it after completing certain activities. This
process is highly time consuming and also expensive. Under the survey method of
collecting primary data a detailed examination is carried out to go get the require
data. This was done by personal interview of the respondents. For that, questionnaire
is prepared and the person to be interviewed is questioned on its basis. The method
opted by me in this research was personal interview method. For this very purpose I
had prepared the questionnaire the was directed towards the customer of tata
docomo prepaid mobile in jodhpur city. The basic reason to interview to know the
satisfaction level of the TATA DOCOMO prepaid mobile users.
Secondary Data
The secondary data is readily complied data from statistical statements reports etc.
The data can be obtained from either published or non published sources www.Tata
docomo.com.

21

LIMITATION
Geographical Constraints
Sample size was restricted to jodhpur city as it was difficult to approach
people outside that because of time constraint. So sample size was limited.
Improper decision- many respondent could not have sufficient time to answer/
fill the questionnaire.
Inadequate information- some of the questions were not answered/ filled
properly or accurately.
Time limitation- we/ I had only 50 working days time for project it was
insufficient to reach every segment and prospect.
Limitation of the study
The study was limited to Tata docomo prepaid mobile user only.
The study was limited only to know the level of satisfaction of the prepaid
Tata customer and no further action was taken to make them satisfied if they
were not satisfied.
The study was limited to only sixty days so each and every aspect of
satisfaction could not be covered.
The management did not disclose the confidential data.

22

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

ANSWERS

NO.OF PERCENTAGE%
RESPONDENTS

a YES

193

96.5

b NO

3.5

Q1) Are you

using mobile?

Interpretation
The above graph shows that 96.5%people are using mobile and 3.5% people are not
using mobile.

23

Q2) Does it really matter whether you go for GSM or CDMA?

ANSWER

NO.OF
RESPONDENTS

PERCENTAGE %

a YES

167

83.5

b NO

33

16.5

Interpretation
The above graph shows that people are more concerned about the technology they
are using.83.5% users are concerned about technology. And 16.5% users have no
concern from that.

24

Q3) How would you rate the voice clarity of your GSM mobile connection?
ANSWER
NO.OF
PERCENTAGE %
RESPONDENTS
a Excellent
32
16
b Good

113

56.5

c Average

43

21.5

d Bad

4.5

e Worst

1.5

Interpretation
The above graph shows the rating given by GSM mobile users to the voice
quality.16% GSM users are delighted with quality and 56.5% users are satisfied with
that.

25

Q4) How would you rate network coverage strength on GSM mobile connection?
ANSWER

PERCENTAGE %

a Excellent

NO.OF
RESPONDENTS
93

b Good

63

31.5

c Average

34

17

d Bad

10

e Worst

46.5

Interpretation
The above graph depicts the coverage strength experienced by the GSM users. GSM
users are getting better coverage strengths. 46.5% GSM users are highly satisfied
with network coverage. 31.5% users are satisfied, 5%are not satisfied with that.

26

Q5) How would you rate supplementary facilities like call wait, call hold, call
forward, call divert, call conference on GSM mobile connection?
ANSWER

PERCENTAGE %

a Excellent

NO.OF
RESPONDENTS
48

b Good

76

38

c Average

68

34

d Bad

e Worst

24

Interpretation
The above graphs shows the satisfaction level of GSM mobile users .24% users are
highly satisfied, 38% are satisfied, 34% are find it average and 4% are dissatisfied with
supplementary services offered to them.

27

Q6) How would you rate the Internet connectivity and data transfer service on
GSM?

ANSWER

NO.OF
RESPONDENTS

PERCENTAGE %

a Excellent

60

30

b Good

77

38.5

c Average

45

22.5

d Bad

13

36.5

e Worst

2.5

Interpretation
Still many people are not aware of internet services offered to them by their services
provider .GSM users are more satisfied with the internet and data services offered to
them then other competitors. 30% users are highly satisfied, 22.5% are found it
average, and 36.5% are nit satisfied with that.
28

Q7) How would you rate security and confidentiality regarding call theft on GSM
mobile connection?
ANSWER

PERCENTAGE %

a Excellent

NO.OF
RESPONDENTS
25

b Good

79

39.5

c Average

75

37.5

d Bad

16

e Worst

2.5

12.5

Interpretation
The above graph shows that security and confidentiality regarding call theft on GSM
mobile connection is good as number of respondents consider it at satisfactory level.
39.5%users find it good,37.5% users find it average, and 8% users find it not at
satisfactory level.
29

Q8) How would you rate dual personal and business number facility on GSM mobile
connection?
ANSWER

PERCENTAGE %

a Excellent

NO.OF
RESPONDENTS
20

b Good

84

42

c Average

73

36.5

d Bad

19

9.5

e Worst

10

Interpretation
Although 10% find it excellent but 42% users find it good, 36.5% users find it
average, 9.5% find it bad and 2% find it not satisfactory .

30

Q9) How would you rate the price of your GSM handsets compared to CDMA?

ANSWER

NO.OF
PERCENTAGE
RESPONDENTS

Expensive

90

45

Cheaper

45

32.5

Same as CDMA 65
handset

22.2

Interpretation
Very less 32.5% users said that GSM handsets are cheaper. Majority of GSM users
i.e.45% said that GSM handsets are more expensive than CDMA handset.

31

Q10) How would you rate tariff rate of your Tata Docomo prepaid connection?

ANSWER

PERCENTAGE

a Excellent

NO.OF
RESPONDENTS
15

b Good

65

32.5

c Average

85

42.5

d Bad

25

12.5

e Worst

10

7.5

Interpretation
7.5% Tata Docomo mobile users find it excellent, majority of users 42.5%find it
average, 12.5% are not satisfied with it.

32

Q11) How would you rate STD tariff plans of Tata Docomo communication?
ANSWER

PERCENTAGE %

a Excellent

NO.OF
RESPONDENTS
75

b Good

85

42.5

c Average

35

17.5

d Bad

2.5

e Worst

37.5

Interpretation
The above graph shows that 37.5% respondents are delighted with the STD tariff
plans. 42.5%are satisfied with that.17.5% find it average and 205% are not satisfied
with it.

33

Q12) How would you rate the customer care service of Tata Docomo mobile
connection?
ANSWER

PERCENTAGE %

a Excellent

NO.OF
RESPONDENTS
17

b Good

35

17.5

c Average

74

37

d Bad

46

23

e Worst

28

14

8.5

Interpretation
When I asked the customers of Tata Docomo about the services of Tata Docomo
customer care 17% said that it is excellent. And most of customers find it average.
Some of them said they are not satisfied with their services.

34

Q13) How would you rate the overall performance of GSM technology based on
your experience with it?
ANSWER

PERCENTAGE %

a Excellent

NO.OF
RESPONDENTS
16

b Good

75

37.5

c Average

79

39.5

d Bad

23

11.5

e Worst

3.5

Interpretation
37.5% people find it good and majority of people find it average. There are some
people who are not having the good experience with that.

35

Q14) According to you what is the biggest strength of GSM mobile?

ANSWER

NO.OF
PERCENTAGE
RESPONDENTS %
62
31

Voice clarity

Cheaper internet 56
facilities
with
less expensive
handsets
Cheaper handset 48
with
more
features
Less chances of 34
handset theft

28

24

17

Interpretation
Majority of GSM users consider good voice clarity as the biggest strength of GSM.
According to 17% of users lesser chances of handset theft is the biggest strength of
GSM.24% of users say that cheaper handset with more features make GSM a
popular choice.
36

Q15) According to you what is the biggest weakness of GSM mobile?

ANSWER

NO.OF
PERCENTAGE
RESPONDENTS %

Less flexibility 79
of
changing
service
provider

39.5

International
121
roaming very
limited

60.5

Interpretation
The majority of users said that the biggest weakness of GSM is the limited
international roaming facility.

37

Q16) Based on your experience with GSM technology are you likely to recommend
GSM technology to your friends and relatives who may be planning to purchase a
new mobile?

ANSWER

NO.OF
PERCENTAGE
RESPONDENTS

Yes

89

44.5

No

41

20.5

Cant say

70

35

Interpretation
44.5% users will like to recommend the GSM technology to their friends and
relatives.20.5% users would not recommend it to their friends, and 35% are not sure
for that.

38

Q17) Is Tata Docomo prepaid voucher easily available at retailer outlet?

ANSWER

NO.OF
PERCENTAGE
RESPONDENTS

Yes

102

51

No

46

23

Sometimes
available

not 52

26

Interpretation
Majority of respondents 51% found prepaid voucher easily available at retail outlet,
23% say that it is not easily available, and 26% found it not available at sometimes.

39

Q18) How would you rate international roaming facility on GSM mobile
connection?
ANSWER

PERCENTAGE %

a Excellent

NO.OF
RESPONDENTS
15

b Good

44

22

c Average

50

25

d Bad

56

28

e Worst

35

17.5

7.5

Interpretation
Majority of people find international roaming facility is not satisfactory.22% find its
good 28% find its not satisfactory.

40

Q19) Do you think GSM will dominant in the future?

ANSWER

NO.OF
PERCENTAGE
RESPONDENTS

Yes

66

33

No

65

32.5

Cant say

69

34.5

Interpretation
33% users consider that GSM will be dominant in the future.32.5% dont consider
so.34.5% users remain silent on this question.

41

FINDINGS
It is found that TATA Teleservices is the first company to launch prepaid 1
paise. p/sec. services in the country.
The call rates are found to be at par with the other competitors.
The availability of the recharge voucher was found good. But some time it is
not available.
Most of the respondents found the customer care service is not satisfactory.
Nearly all the respondents told that Quick Problem Solving is desirable
quality in the customer care Executives.
The queries and problem of the customer were solved but not immediately,
there is a scope for improvement.
More stress was given on customer acquisition then satisfying the Existing
customers.
While conducting a survey it was found that still many people are not aware
of the term GSM and CDMA even they basic difference between them.
The voice clarity of GSM is batter than CDMA. When CDMA phones are
near any digital or magnetic instrument the poor crack due to interference and
also cross connection problems are faced by some of the users.
GSM users are satisfied with good coverage strength anywhere.
Many people who are interested in internet connectivity and data transfer
services get attracted to GSM . As internet connectivity and data transfer is
cheaper with GSM.
It is found that international roaming facility is not so good as is should be.
Supplementary facilities like call wait call forward, call hold, call divert, call
conference is satisfied the users.
It is found that overall performance of GSM technology is good.

42

SUGGESTION
The availability of recharge voucher should be made available when required
by the customers. As this give the good impression about the company.
The network coverage is another asset for the companys image, which needs
to be preserved in future.
THE overall image of the customer care services was found to be good but
with some loopholes related to delays in problem solving.
The company should be more prompt in handling the queries and problem of
the customer, which is vary essential for the prepaid card so as to retain the
customers with the company in future.
The customer care executives should be more efficient in handling the
customer and also more friendly and polite their conversation, while dealing
with the customer.
After sales service is required to be maintained properly, which is not up to
the mark.
Call rates is affordable so it should be maintained at this level.
Many people are using mobile, but majority of them are not aware of the
technology they are using many tine it happens that a person doesnt know
which technology satisfied his need. Hence awareness should be created
among them regarding advantages and differences in the technology.
Supplementary facilities like call wait, call forward, call hold, call divert, call
conference should be made more effective to attract customers.

43

CONCLUSION
After analyzing and interpretation of the various graphs and findings I have
arrived at the conclusion that the overall satisfaction level of GSM prepaid customer
is good. In some reference and in other they are not satisfied. As TATA
communication is a brand name in itself so customer feel good for that and also
expects a lot from that. And when their expectations dont match with company
service, whatever they provide, they become dissatisfied.
For long run process brand image and price plays a vary important role in
success and elements of brand equity are:
The awareness it enjoy, the advertising viewer ship it has the image or
perceived quality in the mind of customer, advertising association and symbol.
Successful development of brand equity that drives the mark position, persisting
over long period of time and is capable of resisting competitors.
The new competition is not between what companies produce in their
factories, but between what value they add to their products in the form of maximum
customer satisfaction, after sales service etc.

I wish that company would achieve its goal with all their efforts.

44

ANNEXURE
Questionnaire
Personal details:Name:Address:Occupation:Gender: -

Male

( )

Female

( )

Q1) Are you using mobile?

a) Yes

b) No

Q2) Does it really matter whether you go for GSM or CDMA?

a) Yes

b) No

Q3) How would you rate the voice quality of your GSM mobile connection?
a) Excellent
c) Average

b) Good
d) Bad

e) Worst

Q4) How would you rate network coverage strength on GSM mobile connection?
a) Excellent

b) Good

c) Average

d) Bad

e) Worst
45

Q5) How would you rate supplementary facilities like call wait, call hold, call
forward, call divert, call conference on GSM mobile connection?
a) Excellent

b) Good

c) Average

d) Bad

e) Worst

Q6) How would you rate international roaming facility on GSM mobile connection?
a) Excellent

b) Good

c) Average

d) Bad

e) Worst

Q7) How would you rate internet connectivity and data transfer service on GSM?
a) Excellent

b) Good

c) Average

d) Bad

e) Worst
Q8) How would you rate security and confidentiality regarding call theft on GSM
mobile connection?
a) Excellent

b) Good

c) Average

d) Bad

e) Worst

46

Q9) How would you rate dual personal and business number facility on GSM mobile
connection?
a) Excellent

b) Good

c) Average

d) Bad

e) Worst
Q10) How would you rate the price of your GSM handsets compared to CDMA?
a) Expensive

b) same as CDMA handsets

c) Cheaper
Q11) How would you rate tariff rate of your Tata Docomo prepaid connection?
a) Excellent

b) Good

c) Average

d) Bad

e) Worst
Q12) How would you rate STD tariff plans of Tata Docomo communication?
a) Excellent

b) Good

c) Average

d) Bad

e) Worst
Q13) How would you rate the customer care service of Tata Docomo mobile
connection?
a) Excellent

b) Good

c) Average

d) Bad

e) Worst

47

Q14 How would you rate the overall performance of GSM technology based on your
experience with it?
a) Excellent

b) Good

c) Average

d) Bad

e) Worst
Q15) According to you what is the biggest strength of GSM mobile?
Voice clarity
Cheaper internet facilities with less expensive handsets
Cheaper handsets with more features.
Less chances of handset theft.
Q16) According to you what is the biggest weakness of GSM mobile?
Less flexibility of changing service provider.
International roaming very limited.
Q17) Based on your experience with GSM technology are you likely to recommend
GSM technology to your friends and relatives who may be planning to purchase a
new mobile?
a) Yes

b) No

c) cant say

Q18) Do you think GSM will dominant in the future?

Q19) Is Tata Docomo prepaid voucher easily available at retailer outlet?

.
48

Bibliography
TRAI- Telecom Regulatory Authority of India
Database marketing instiute

Books
Telecom- churn Management book by Rob matison Published in apri1, 2001.
Published articles and journals
Competive Benchmarking Metrics for Busineses- by Sam Miler

Website links
http:/www.telecom-cloud.net/wireles-churn-metrics-and-big-data/
http:/ezinearticles.com/?Competive-Benchmarking-Metrics-ForBusineses&id=2986739
http:/www.mtsbroadband.com
http:/www.airtel.in
www.vodafone.in
www.rcom.co.in
www.ideacelular.com
www.bsnl.co.in
www.wikipedia.com

49